Trend Story: What It Is And How To Use Current Events To Get Your Business Featured In The News

If you have ever listened to a Tin Shingle TuneUp, the series dedicated to “What To Pitch This Month,” you’ll recall that there is a section called “Trend Stories.” In it, of-the-moment topics are rattled off to give you ideas of how you can jump into a current event right now. You have only a flicker of a moment to do this, so consider if it is a PR strategy you want.

What Is A Trend Story?

A “trend story” is when you think of a spin-off article idea based on current events that are cycling in the news right now. A current event can present an opportunity for you to create a reason to be in the media. You’ll want to do this carefully, because you may not want to be associated with a current event, and you don’t know how a media outlet may handle what you give them (i.e. your knowledge, a quote, etc.)

As of this posting, we are in the middle (or beginning, who knows) of the new coronavirus COVID-19 outbreak. New articles and TV stories are being published all day as new discoveries are made. The stock market is also moody (or tanking) thanks to price oil wars between Russia and Saudi Arabia. This opens the door to a lot of interesting, relevant and helpful articles that you can pitch to the media.

An example of a trend-story during the coronavirus outbreak is Why You Can’t Stop Touching Your Face. People are constantly being told to wash their hands and avoid touching the face (eyes, ears, nose). Big magazines that ran a version of a trend story with this story angle: Vogue with “Help! I Can’t Stop Touching My Face” and Wired with “Can't Stop Touching Your Face? Science Has Some Theories Why.”

The Process: How To Pitch A Trend Story

You are going to think of a unique idea that the media hasn’t written about or broadcast yet. Think of one media outlet, and then think of an idea that would work for those readers or viewers. Need help thinking of media outlets? You have loads of media names of magazines, TV, etc. in Tin Shingle’s Media Contact Idea Center.

You’ll write someone at that media outlet with your idea. You’ll title the email something really clever and catchy (but not confusing - you don’t want it to be too clever - just a really grabby headline). Ideas are below. You’ll want to use your Tin Shingle PR Planner to keep a list of the media contacts who will always be your go-to people for certain topics, like Kids, Tech, Design, etc.

You can’t sit on this pitch idea. You have to do it now. It’s timely. It’s trending. Ears and eyes are perked for relevant story angle ideas, so you are in a prime moment that won’t last long.

But First - Is It Worth It?

Pitching a trend requires quick thinking and typing. This means your day will be interrupted for hours as you think of your ideas, form them into an email, and find the media contact emails or social handles you need to ping to get someone’s attention.

Make sure this feature would be good for your business. Not just something that gets your business mentioned in the media for the sake of being mentioned. That would be a waste of your time. Does this feature back up what your business offers or believes in? If so, go for it.

Have These Items At The Ready

The person in the media who you are pitching needs to know who you are, fast. They don’t need your life story. They need your story in 2 sentences.

• Your headshot

• You bio (the 2 sentence version)

• Your website + social handles

• Picture(s) of what you are talking about, if applicable

Article Ideas For Right Now

Ok. So we’re all close to self-quarantining, or our local government has quarantined us, or our job or client has canceled an event or meeting. What does this mean for your business? Are you a pro for working from home? Are you a financial advisor who has guidance on a fluctuating market and 401K? Do you sell a product to make remote working easier?

You’re going to think in terms of bite-sized ideas, like these:

• 8 Things To Do With Kids During A 2 Week Corona-Break From School (OMG!)

• How To Work From Home With Little Kids

• How To Make An Eye-Pleasing Background For Your Video Conference-Client Meetings

• 3 Camera Tips For Not Looking Silly On Your Video Client Meetings

• 7 Ways To Clean Your Home In 5 Minutes

• How To Turn Your Shed Into A Temporary Office During A Corona-Break

• Stock Market Clearance Sale! Why To Rush (or not) Into Buying Stocks

• 4 Positive Thinking Tips When You Start Thinking Business As We Know It Will End Forever

Responsibility Of Publishers And You

What goes out onto the printed page, TV or Internet makes an impression. Especially during a time of uncertainty, avoid feeding the machine of fear to get press. Offer reassuring news that helps improve people’s lives and give them power through positive thinking.

Bonus Tips

A few bonus tips are included in this video for you! Including how not to respond to a media request, and how not to follow up on a feature story you know is going to hit the air-waves any moment.

TV Segment Opportunity

TV Segment Opportunity

SUBMISSION DEADLINE: DUE BY 2PM ET MONDAY

Two TV segment opportunities just came across our desk from our dear friend, Sabina Hitchen, who is featuring wow-worthy innovations and discoveries from small business owners. Sabina has promoted products on regional morning shows and Cheddar. She loves Tin Shingle, and you can include in your pitch that you heard about it from Tin Shingle!

Categories: Log in to see which types of products Sabina is looking for!

Sound like you can spin your business into it with a high value must-have? Details are listed in Tin Shingle's PR Center which is accessible by those who have the Media Kit Membership.

This lead has a very specific formatting requirement. Details are listed in Tin Shingle's PR Center which is accessible by those who have the Media Kit Membership.

Tin Shingle is not affiliated with any lead unless otherwise specified.

Trae Bodge's March Deals Possibly For Newsweek

Trae Bodge's March Deals

SUBMISSION DEADLINE: DUE BY 2PM ET FRIDAY

ABOUT TRAE BODGE:

Trae Bodge is an accomplished lifestyle journalist and TV commentator who specializes in smart shopping, personal finance, parenting, and retail.

She has appeared on TV hundreds of times; including NBC Nightly News with Lester Holt, Inside Edition, CNBC, and local network affiliates nationwide.

Trae has been named a Top Voice in Retail by LinkedIn and a top personal finance expert by GoBankingRates and FlexJobs. She is a contributor at Woman's Day magazine, Newsweek.com and CNN Underscored, and her writing and expert commentary have appeared in Forbes, USNews.com, Kiplinger, Marketwatch, MSN, Yahoo Finance and numerous others.

Category Themes 

• Login to your Media Kit Membership with Tin Shingle to easily access. 

• And then, click here for the direct link.

This lead has a very specific formatting requirement. Details are listed in Tin Shingle's PR Center which is accessible by those who have the Media Membership.

Tin Shingle is not affiliated with any lead unless otherwise specified.

How To Get Legit Press When Celebrities Like Your Product

We did a refresh on how to get your product to celebrities (as in - mailing it to them), and how to finesse that so that they want to wear or use it in publish - with photo - and mention of your company. Sarah Shaw, the original Entrepreneurette, talks with Katie of Tin Shingle to answer your burning questions about celebrity promotion.

"The biggest misconception people have," Sarah tells Tin Shingle, "is that people think they can't do it. Or they don't even consider a celebrity as an option."

Let's change that.

COVERED IN THIS BROADCAST:

Celebrity Gifting - What is it?

Sarah connected with celebrities years ago, long before others were doing it. What has changed since then and now?

Influencer vs Celebrity: What is the difference?

Pay-to-Play: Do you need to pay a celebrity to wear or use your product?

Instagram and InstaStories: What should you do when a celeb thanks you in their Instagram? Or if they make a really cool InstaStory - and disappears?

Gifting Suites: What they are, and how  Sarah *really* feels about paying to be in them during awards season like the Oscars.

Pick-A-Celeb: Will any celeb do? Or should you be picky?

Pitching: How to pitch them?

Gatekeepers: What are these and how do you get through them?

Packaging: How important is your packaging? Can you skimp on this?

SCORE! What to do when a celebrity endorses your product in a photo or on TV.

HOW TO WATCH

MEMBERS OF TIN SHINGLE
Stream any TuneUp Webinar anytime with your Tin Shingle membership. No need to purchase it, this TuneUp is ready to play from this page! When you are logged in, you will see a big screen. Press play and start taking notes!

NON-MEMBERS OF TIN SHINGLE
Once you buy a TuneUp, you own it forever. The video or audio recording will appear on the TuneUp page that you just purchased from, and all you need to do is press play!

Tinkering Under The Hood With Facebook Advertising

We talked to social media experts Patti Devine and Karen Mendoza-Luis for a deep dive into Facebook Ads. You've learned from Patti before, and she returned to give us this technical breakdown of Facebook Ads, since it's a big wide world under there, and you want to get a handle on how to use them so that you can let your creativity fly.

COVERED IN THIS BROADCAST

• Why Use Facebook Ads Manager? (more and more you'll have to, as Facebook makes changes to force you to use it)

• New Features They Love

• Instagram's Changes That Focus On Community And Less On Ego (like removing Likes for mental health reasons)

• Reporting and Metrics (a measurement for that ROI you crave)

• New Features With Video Metrics

• Get ideas!

PS: You also get an extra special Motivation Minute, as we are in a period of big change (again) and if you need a pump-you-up, you're going to get it. Tin Shinglers with the Media Membership get 24/7 access to watch any TuneUp whenever they want. Apply for Tin Shingle membership today to get access!

Resource Links Referred To In This TuneUp:

• New Features

• Get ideas!

How To Watch

MEMBERS OF TIN SHINGLE
Stream any TuneUp Webinar anytime with your Tin Shingle membership. No need to purchase it, this TuneUp is ready to play from this page! When you are logged in, you will see a big screen. Press play and start taking notes!

NON-MEMBERS OF TIN SHINGLE
Once you buy a TuneUp, you own it forever. The video or audio recording will appear on the TuneUp page that you just purchased from, and all you need to do is press play!

TuneUp: How To Get A Celebrity To Wear Or Use Your Product.

Celebrity PR: How to Get A Celebrity To Wear or Use Your Product (hint: they have to want to first)

When: Wednesday, February 19th, 2020
Time: 12pm EST
Where: At your computer or on your phone.
Price: Free for all during this live broadcast.

Today we are doing a refresh on how to get your product to celebrities (as in - mailing it to them), and how to finesse that so that they want to wear or use it in publish - with photo - and mention of your company. Sarah Shaw, the original Entrepreneurette, talks with Katie of Tin Shingle today to answer your burning questions about celebrity promotion.

"The biggest misconception people have," Sarah tells Tin Shingle, "is that people think they can't do it. Or they don't even consider a celebrity as an option."

Let's change that.

COVERED IN TODAY'S BROADCAST

• Celebrity Gifting - What is it?

• Sarah connected with celebrities years ago, long before others were doing it. What has changed since then and now?

• Influencer vs Celebrity: What is the difference?

• Pay-to-Play: Do you need to pay a celebrity to wear or use your product?

• Instagram and InstaStories: What should you do when a celeb thanks you in their Instagram? Or if they make a really cool InstaStory - and disappears?

• Gifting Suites: What they are, and how  Sarah *really* feels about paying to be in them during awards season like the Oscars.

• Pick-A-Celeb: Will any celeb do? Or should you be picky?

• Pitching: How to pitch them?

• Gatekeepers: What are these and how do you get through them?

• Packaging: How important is your packaging? Can you skimp on this?

• SCORE! What to do when a celebrity endorses your product in a photo or on TV.

Get ideas! Join us live on today's broadcast!

If you can't make it to this free broadcast, Tin Shinglers with the Media Membership get 24/7 access to watch any TuneUp whenever they want. Apply for Tin Shingle membership today to get access!

PS: If you’re seeing this after the life broadcast, check our TuneUp Library for the recording! Must be a member of Tin Shingle to watch.

All Papyrus Card Stores Are Closing - The Cards Themselves Are Remaining For Sale At Other Locations

For those small business readers of Tin Shingle who are following retail trends because you sell to boutiques and/or to big box stores and are one of those amazing brands that are independently owned yet found on the shelves of big box stores, this news is of interest to you. If you are a retail shop owner, you know this story is of interest to you, as you are living and breathing the delicacy that is retail.

The retail stores of the Papyrus cards are all closing as reported by Business of Home and the New York Times. Retail store trends for big box stores have been trending towards closing, like with half of Pier 1 stores, Macy’s (they are going to mini-malls) and Kohl’s (leaving some big malls and hunkering down in their mini-mall locations). By choice, Sephora is also focusing on the mini-mall experience, and is opening 100 new stores in a micro version, but with a focus on hair products and fragrances. Meanwhile, architect Frank Gehry designed a “sculptural flagship” for Louis Vuitton in Seoul, in partnership with architect Peter Marino.

"We wanted a lantern on the street,” Frank Gehry told Architectural Digest of the retail location. “Something open and inviting.” Are these architects onto something with the “open and inviting” concept? Something that big malls and big box stores have not noticed as they focus on corporate portfolios and systems? Should shops be concerned during this “retail apocalypse” as the media calls it, that they are running out of places to shop? Should Main Street business be afraid?

The Trend For Thoughtful Experiences

Or, is this a trend that is signaling a hunger for thoughtful and meaningful experiences. That people are walking around a mall to do just that - walk around. Get exercise. Connect with other people. Which they could do outside in a park, but some prefer to be inside. Walking around Beacon, NY which is where Tin Shingle is based, sometimes there will be crowded sidewalks, and other times there will be light foot traffic on the sidewalks, but lots of people inside of certain shops.

The Declaration Of Bankruptcy For 254 Stores

Schurman Fine Papers operates the Papyrus stores. “Schurman Fine Papers, which operates 254 stores, including the Papyrus brand as well as the American Greetings and Carlton Card chains, filed for bankruptcy protection on Thursday. All 3 store chains will close, but the branded cards they sell will still be available at other retailers,” according to the New York Times article. Papyrus cards are available at 300 other retail locations, according to the article.

Will Small Stores Thrive?

Retail is fickle. Business is a battlefield. As discount stores continue to cannibalize themselves with brands and pricing, the stores with more unique and thoughtful experiences may survive. This writer stopped going to Kohl’s because their discounts are a joke. They mark up the discount clothing (aka lower quality production of clothing) to a price that is hardly on sale for that level of quality.

We’re not falling for it any more!

Papyrus Cards Continue On

Back to Papyrus. The cards themselves are incredible, and the paper industry at large is always fighting to stay relevant. Shopping for cards at Rite Aid or at an independently owned shop in your town keeps cards on shelves - if you want them.

Papyrus responded to Tin Shingle’s Instagram post with this comment about their parent company for the paper: “American Greetings, owner of the Papyrus brand, has grown the business since acquiring it in 2009 into one of the most recognizable greeting cards brands in the industry. Papyrus will continue to be sold at leading retailers across the US and Canada. ♥️ “

Yay.

Good Housekeeping Editor Moves To Woman's Day - Meaghan Murphy Replaces Susan Spencer

Meaghan Murphy is the energetic and creative editor of the magazine Good Housekeeping, who has now moved to Woman’s Day. This is a move within the parent publishing company, Hearst, who owns both magazines. It’s common for editors to move around in magazines within a huge corporate publishing company, or to even take on additional magazines under their responsibility (sounds overwhelming to task one person with so many different ideas, but that’s the direction these big magazines have been going in).

Good Housekeeping has gone through a few redesigns, including one in 2012 and one in 2009. Might we look forward to a makeover at Woman’s Day? Currently the two publications are delivered together in a subscription package from parent company Hearst. Signing up right now!

About Meaghan Murphy

Her new title at Woman’s Day is “content director,” according to this article in the New York Post. Also in that article, she is said to replace Susan Spencer, who was the editor-in-chief of Woman’s Day, which the article calls an “old-fashioned” title. Bullocks!

Meaghan is an editor who doubles over into TV, with appearances where she gives household advice on shows including “Good Morning America,” “Live! with Kelly & Ryan” and “The Dr. Oz Show,” the latter of which is currently incorporated into the Woman’s Day magazine.

You might remember Meaghan as the deputy editor and fitness director of Self at Conde Nast before moving to Good Housekeeping in 2014, where, according to the New York Post article, she is credited with developing “strategic media partnerships with brands like Walmart, Kimberly Clark, General Mills and more.”

Safe to expect some sort of revenue inspired editorial coming out of Woman’s Day, if not only for a new direction from a fresh perspective.

For those who like a little inspiration and reasons to pursue small leads: Meaghan got her start at the one-time very popular teen magazine YM (now closed) after winning a national essay contest on overcoming adversity.

Stay With Susan Spencer

In a statement, Susan indicated where we might find her next: “It is time for me to pursue a new direction, one that I hope will allow me to continue to work to educate and empower women.”

Susan wrote a book, “When Action Follows Heart: 365 Ways to Share Kindness Every Day of the Year,” which grew out of the Kindness column in Woman’s Day.

One never knows where an editor will turn up next. Sometimes they become contributing writers, or one-time editors of special interest magazines that are sold at higher prices on the newsstands. Our advice here at Tin Shingle is to keep tabs on Susan, if women’s empowerment, health, and kindness are your beat. Keep her updated with your products and services. You never know when she might need to reference them.

Update For Today's TuneUp: What To Pitch The Media This Month (February

Lucky you (maybe) for your schedule...today's TuneUp will be pre-recorded and made available for you to stream for limited time. When it's ready, Tin Shingle will send you an email with the link to the Vimeo video.

EXPECT THIS IN THE TUNEUP

• Motivation Minute: Will feature 50 Cent's continuous comeback story.

• New Editorial Calendars! Esquire, Wired, Fine Gardening, Parenting OC, Boston Magazine, Ad Age, and more. Get a sneak peek at some other titles we have in Yvonne's latest update on the blog!

• Pitch Hitting: A tip about TV pitches and a Truth Bomb about pitching Kickstarter Campaigns.

Don’t want to wait for mili-moment opportunities to watch any TuneUp you want? Join Tin Shingle today with a Media Kit Membership (designed for business owners and their staff) and listen any time!

MORE 2020 Calendars! Conde Nast Traveller, Threads, Bloomberg Businessweek, Gift Shop

Y’all: Yvonne Is On Fire!

Tin Shingle’s Editorial Calendar Researcher, Yvonne de Salle, is on fire with her sleuthing for 2020 Editorial Calendars! Tin Shingle has the most comprehensive searchable database of Editorial Calendars for print magazines - in the world. Yes, in the world! Other services have stopped providing this service, and others do it by simply posting PDFs of a magazine, without the searchability component.

Tin Shingle kept at it (we actually discontinued it at one point) and actually researches these calendars and print cycles all year. If we don’t have the calendar, we will do a “churn cycle” and give you an idea of where a print publication is in their print cycle, so that you can know what time of year you are pitching that magazine. Not detrimental to your pitching, but is helpful!

Below is a sampling of the latest 2020 themes that have been added to Tin Shingle’s Editorial Collection:

Threads: Geared towards those passionate about sewing garments, home furnishings, gifts, and accessories.

Editorial Calendar Planning For Now: Plus Size

Skies: Covers the people and stories behind North America’s aviation and aerospace community.

Editorial Calendar Planning For Now: Photography Contest

Experience Life: Focused on empowering people to become their best selves, the magazine covers health, fitness and improving the quality of life, overall.

Editorial Calendar Planning For Now: Adapt and Grow

Gift Shop: The resource for modern retailers, Gift Shop Magazine provides insight and inspiration to help retailers succeed.

Editorial Calendar Planning For Now: CBD Products

Targeted towards the leaders of HR, HR Executive provides news, profiles and success stories of HR visionaries and innovators.

Editorial Calendar Planning For Now: Data and the Future of HR

Offering a global perspective, Bloomberg Businessweek is a weekly business magazine focused on, guess what, business!

Editorial Calendar Planning For Now: Strategy, Food Special

Bloomberg Markets

As part of Bloomberg News, this monthly publication is aimed at global financial professionals.

Editorial Calendar Planning For Now: The Future of Finance

Bloomberg Special Reports Edition

Editorial Calendar Planning For Now: Automation

The ultimate luxury travel brand, Conde Nast Traveller offers inspiration and tips for its affluent global audience.

Editorial Calendar Planning For Now: Honeymoon

These Are Just A Little Sampling Of Editorial Calendar Themes!

 Tin Shingle’s Editorial Calendar Collection is ever expanding!  These general themes are a small sample of what to expect his upcoming year. The most important thing for you, however, is to pitch into the theme ASAP so you stay relevant in your ideas for why a magazine writer or editor may feature your business.

Members of Tin Shingle with the Media Kit Membership have instant access to all of our editorial calendar deadlines. All searchable by Title and Area of Interest. Browse through and let your inspiration guide you. Tin Shingle’s membership program is designed for business owners, artist, makers and communication directors who are getting the word out about their business.

All editorial themes are provided by the publication and are subject to change.

As always, send in media contact or editorial calendar requests to member@tinshingle.com